Cradle to cradle

Last night Keinst introduced the design ideology trademarked as 'Cradle to Cradle'. The idea is a simple as this: Anything that is produced needs to be designed in such a way that there are no rests - the material would be either reused in the biological or technical space. In other word everything is food for machines or organisms. What seem to be interesting is that the two founders came up with ways to actually accomplish that for various products. Our discussion touched upon what could be wrong with the fact that the founders have a copyright on the name (C2C), What are the best ways to propagate the ideology and what would be their respective advantages and disadvantages.